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Depth Over Reach

It’s pouring rain on the morning the free weekly lifestyle magazine is stuck through the railings of every home on every street in our neighbourhood. So the 20% of people who would normally flick through it over morning coffee won’t bother to open the magazine today. The soggy newsprint goes straight into the recycling bin. This is not the story the magazine’s ad sales team will tell prospective advertisers. Their data will talk up the power of building brand awareness and increasing reach as a reliable business growth strategy.

The recorded message outside the chiropractor’s office on Victoria Street interrupts every passer-by day or night. He can even reach those making their way home from a big night out at 2 am on Saturday at no additional cost. You just never know who might be walking past at any given moment. And there lies the problem—just like the lifestyle magazine, the chiropractor’s business growth strategy is focused on reach instead of depth. It prioritises the unknowns above the knowns. Both companies have decided that interrupting the most people is the safest marketing strategy. They are ignoring opportunities to deepen relationships with the people who are already interested or invested in their services because they mistakenly believe more is a shortcut to mattering.